In July Salesforce officially closed on its purchase of digital commerce platform provider Demandware for US$2.8 billion. Salesforce’s executives were interested in acquiring a digital commerce platform, and they claim that Demandware was routinely mentioned in their due diligence of the market. So out came Marc Benioff’s and Salesforce checkbook, and they paid. Handsomely. For that sizeable investment, Salesforce will add Demandware’s SaaS-delivered digital commerce capabilities to its Customer Success Platform, while Demandware customers will have access to the Salesforce suite of cloud-based sales, marketing, customer service and analytics tools. But savvy business and IT customers are not getting distracted by the details of this transaction or the acquisition’s market impact. Knowledgeable executives expected a significant deal like this for Salesforce, and they were already thinking ahead of laggards who are just now assessing the implications of this transaction.
Topics: Social Media, Mobile Technology, Business Analytics, Business Collaboration, Business Intelligence, Business Performance, Cloud Computing, Financial Performance, Operational Intelligence, Uncategorized, Omnichannel, Commerce, Digital kDigital
Today’s proponents of artificial intelligence (AI) tend to focus on its spectacular uses such as self-driving cars and uplifting ones such as medical treatment. AI also has the potential to aid humanity in more modest ways such as eliminating the need for individuals to do tedious repetitive work in white-collar areas. Along these lines, at its recent Vision users conference, IBM displayed an application of its Watson cognitive computing technology designed to automate important aspects of regulatory and legal compliance. Should it prove workable, the application of cognitive computing to compliance could be the first step in achieving what various “Paperwork Reduction Act” legislation has failed to do: substantially cutting the time needed to comply with rules imposed by government entities.
I recently wrote that companies are struggling to provide omnichannel customer experiences and digital customer service is now seen as a business differentiator. To address these issues, organizations need to change how they use people and processes, and deploy innovative technologies that can support new initiatives. To provide an enterprise-wide solution, contact center systems fall into four categories: communications, business applications, analytics and self-service. Our benchmark research into next-generation contact center systems in the cloud shows which types of systems companies have deployed, which they plan to deploy in the next 24 months and whether they prefer them to be on-premises or cloud-based.
In today’s intensely competitive markets, companies must strive to meet customer expectations during every interaction, and interactions occur through many channels. Our benchmark research into next-generation customer engagement finds that customers use up to 17 channels of engagement. Some channels involve assisted service from employees of the company, and some use self-service technologies such as interactive voice response (IVR), websites, mobile apps and social media, also known as digital service. Although the use of self-service is increasing, the research finds that organizations still expect volumes of assisted interactions to grow, albeit more slowly. The research also shows that the employees customers interact with may work in almost any line of business, including marketing, sales, the contact center, finance and human resources. These challenges require organizations to focus on people, processes, information and technology to optimize the performance of the workforce.
Businesses and customers are ready for a new generation of digital commerce technology, but implementing it is challenged by significant barriers in two basic categories: technology commoditization and the lack of an IT and business framework for delivering great customer experiences. Regarding the first, for some companies making large IT purchases, the way an enterprise employs CAPEX and OPEX accounting practices to categorize spending on technology may be a deal-breaker when coupled with the time and resources needed to implement and maintain a product. But these subjects are increasingly relegated to the 55-minute mark of conference calls that weigh the pros and cons of available technology. Because while few organizations make a platform purchase based solely on the cheapest price, astute IT buyers now discuss and invest in analytical, data-driven tools for sales, marketing and service, deployed across Web and mobile environments, that help produce differentiated customer experiences and strengthen personalized, real-time digital commerce offerings. That leads to the second key consideration: Improving the customer experience is the top driver for almost three-quarters (74%) of organizations participating in our next-generation customer engagement benchmark research.
Topics: Sales Performance, Social Media, Mobile Technology, Wearable Computing, Customer Performance, Business Analytics, Business Collaboration, Business Intelligence, Business Performance, Cloud Computing, Operational Intelligence, Uncategorized, Mobile Marketing Digital Commerce